“Users spend most of their time on other sites, so that's where they form their expectations for how the Web works.”
If your Micro-Content is not compelling enough for people to click through, that's all they ever will see from your site.
Users will get to your site via search engine result pages (SERP), inbound links on other Web pages, or by typing your domain name in the navigation field of the browser. The first impression actually is from the microcontent, even before people see your page.
Micro-Content must stand on its own, because it is placed out of context of your Web page. Your search engine rankings for certain keywords depend heavily on descriptive microcontent.
Let us do an example: Open a new browser window, go to Google.com and search for “Click here”. Actually just click on this link — www.Google.com (↑) — I do it for you.
I am getting about 1,310,000,000 results (that is indeed billions).
Congratulations to Adobe, who managed to be number one for the violation of this usability guideline, “Use descriptivelink text”.
Does it pay off to be number one for this search phrase. I bet not. I think you get the point. Always put the most important words at the beginning of the heading, title, and link text.